In line with its efforts to raise awareness and encourage recycling of used cartons, Tetra Pak, the world’s leading packaging and processing solutions provider, today announced the launch of ‘Cartons Le Aao, Classroom Banao’. This initiative is part of its ongoing flagship programme ‘Go Green with Tetra Pak’. This is a multi-city campaign, the first leg commencing in Mumbai, undertaken in collaboration with retail chains Reliance Fresh and Sahakari Bhandar RUR Greenlife (and R U Recycling), a Mumbai-based environment organization at the forefront of promoting recycling.

Spread over 6 weeks, Tetra Pak hopes to collect and recycle over one lakh cartons into school desks for underprivileged schools through this campaign. Tetra Pak will provide special bins made from recycled cartons that will be placed across 42 Reliance Fresh and Sahakari Bhandar stores for the collection of these cartons.

Watch the spot here:

To take the campaign message to Mumbaikars across the city, Tetra Pak has tied up with Dabbawala association as part of the campaign. Mumbaikars will soon receive a ‘special message’ delivered to their doorstep, along with their dabba, encouraging them to recycle their used Tetra Pak Cartons.

Tetra Pak cartons are paper-based and fully recyclable and can be used to make several things such as desks, notepads, exam pads and even roofs. The ‘Cartons Le Aao, Classroom Banao’ initiative is aimed at bringing a behavioural change in consumers towards adopting green practices by encouraging them to deposit used paper-based Tetra Pak cartons for recycling at various collection centres. Under this initiative, Tetra Pak and its partners have pledged to recycle 8,00,000 cartons by end of 2017 and converting them into 200 school desks for creating better learning environment for students in lesser-privileged schools. The Mumbai leg of the initiative will be active for six weeks, post which the initiative will move to other cities including New Delhi.

This initiative will be supported by a strong social media campaign urging citizens across India to extend their support and make a difference.

Speaking on the importance of recycling, Jaideep Gokhale, communications director, South Asia Markets, Tetra Pak, said, “There is need for a unified approach towards recycling in order to make our cities healthier and more habitable. Being a responsible manufacturer, we have been working ahead of the curve to set up a viable ecosystem to encourage and build awareness around the recycling of our fully-recyclable paper-based cartons. For over a decade we have been collaborating with stakeholders across the value chain – recyclers, waste pickers, NGOs, consumers and government bodies – to improve the collection and recycling of our cartons. Encouraged by the enthusiasm and commitment of Mumbaikars towards Go Green programme, we have levelled up to partner with the pulse of Mumbai – Dabbawalas in order to leverage their vast distribution channel. This year we also plan on extending the initiative to Delhi and Bangalore to give shoppers a platform to do their bit for the environment by recycling Tetra Pak cartons.”

Speaking at the event, Manisha Mhaisker, principal secretary, Urban Development Department, Maharashtra government, said, “I must congratulate Tetra Pak for taking this initiative. The initiative is so perfect that they have completed the whole cycle. Just as I am complementing Tetra Pak and all of you who are connected with this initiative, I would like to assure you whatever support and coordination you would need. Govt. of Maharashtra is completely and totally committed to taking this recycling to every home in Maharashtra.”

Damodar Mall, CEO Reliance Retail, said, “We always try to get new, contemporary things to our customers. They expect it from us. When we champion modern ideas like Recycling, Responsible Consumption, our customers respond with enthusiasm. TetraPak works closely with our Reliance Fresh, Smart & Sahakari Bhandar stores to ensure that a significant number of cartons are brought back for meaningful recycling, by our customers. Sustainability, is the new way to go!”

Monisha Narke, founder, RUR, said, “From being a house-wife who took up recycling at a small scale at home, to today establishing an environment organization that started a movement to protect the environment through recycling, I have always been passionate about the cause. We, at RUR, are proud to have partnered with Tetra Pak on the Go Green initiative as we resonate the same values. With the support of Mumbaikars, we have been able to make a significant difference to both the environment and the community. And now, with Cartons Le Aao, Classroom Banao, we are confident that the movement that we have started will make a giant leap forward. We urge shoppers to deposit their used Tetra Pak cartons at any of our 42 collection points across Mumbai for recycling and help secure the future of children.”

Arjun Sawant, president – Dabbawala association said, “Working with the Swachch Bharat drive we have realized the importance of channelizing the masses of Mumbai. We are very proud to be associated with the Cartons Le Aao, Classroom Banao campaign and we will spread the recycling message to as many households as we can through our network. It is an important initiative that will go a long way in keeping our city clean as well as helping hundreds of school children get access to better facilities.”